Everyone now expects all public speakers to be charming, profound, funny
and breathtakingly articulate. You don’t have to be any of these things to
deliver a great speech, but you do have to prepare.

Let’s begin with 10 ways to write a better speech:

1. Mind your time limit and word count.
The average person speaks at somewhere between 125 and 150 words per
minute. It’s almost always better to speak more slowly than too quickly.
Thus, if you’re speaking for 20 minutes, shoot for a total word count
between 2,500 and 3,000.

2. Avoid word-for-word speeches.
Your delivery will be more natural if you speak from an outline rather than
a script. You can memorize an introduction to get yourself going, but only
use notes for the rest. Your speech might not be perfect, but genuine
engagement with the audience will make up for lapses.

3.Divide it into five parts. Every speech should have an introduction, point 1, point 2, point 3 and a
conclusion. Tell people what you’re going to tell them, tell them what you
want to say and then wrap up by telling them what you just said. I’d divide
a 20-minute speech as follows:

Introduction: two minutes (250 words)

Point 1: five minutes (625 words)

Point 2: five minutes (625 words)

Point 3: five minutes (625 words)

Conclusion: three minutes (375 words)

Total word count: 2,500 words (20 minutes)

4. Shower your audience with stories, not facts.
Stories are the spoonfuls of sugar that make the medicine (facts) go down.
Think about the worst speech you’ve ever heard in your life. Now, reflect
on the best. I’d wager that the former was filled with facts and the latter
with stories. Human beings are hardwired to appreciate and remember
stories, so pepper your presentation with anecdotes and examples.

5. Have a clear, singular takeaway.
Don’t expect your audience to walk away reciting your 10-point corporate
plan. Instead, express the key message of your speech—the most important
thing you want your audience to remember—as a single sentence. Write it on
a piece of paper so you can see it as you’re writing your speech.

6. Repetition is mandatory.
People don’t listen to speeches the same way they read text. You talk, your
words travel into their ears, and if they happen to be thinking about what
to make for dinner that night, your message will not get through. Your
listeners have no rewind button, and they can’t flip back the page. That’s
why you must repeat your key points at least three times: once in
the intro, once when you make them and once again in your conclusion.

7. Don’t waste your opening.
I see speakers get off on the wrong foot in three ways. First, they waste
time shuffling paper. You should be ready right as you take the stage. The
second common mistake is thanking too many people. The first 45 seconds are
your most precious chance to grab the attention of your audience. Thank the
person who introduced you with a brief sentence, then dive right into an
attention-grabbing opening. Finally, some people feel obliged to begin with
jokes that are unrelated to the actual speech topic. You want humor to be
organic and somehow related to the subject you’re covering. The best way to
begin a speech is with an interesting fact or a lively story.

8. Write for the ear rather than the eye.
Use simple, clear language—even if you’re writing the speech for someone
else. Practice out loud to detect potential linguistic stumbling blocks.
Make your sentences are short enough to avoid having to gasp for breath
halfway through them. Use contractions, because that’s how real people
speak.

9. Be yourself.
Barack Obama and Winston Churchill are both considered excellent speakers.
They’re also totally different. You can learn from observing great
speakers, but you have to be true to yourself. Don’t try to be someone
you’re not. If you’re writing a speech for someone else, interview them and
learn their speech patterns—as well as their stories.

10. Be brief.
If you’re asked to speak for 60 minutes, shoot for 45 or 50. If the goal is
20, make it 18. No one ever complained about a speech that was too short.

Next, here are seven ways to deliver your speech more effectively:

1. Practice more than once.
A TED Talk presenter once told me that she had delivered her speech 48
times before the big day. For most of us, three practice runs should
suffice. Just remember the expression: “Professionals practice in private;
amateurs practice in public.”

2. Record yourself.
Many of us pad our speeches with verbal fillers. The prime minister of my
country, Justin Trudeau, does this with “uh.”

Finally, pressing your index finger to your thumb is a simple calming
maneuver. No one in the audience will notice you doing it.

5. Use your eyes effectively.
Many speakers look above the heads of their audience or vaguely scan the
crowd. I suggest you look directly into the eyes of one person in the
audience. Do this for a full sentence at a time, longer if you can bear it.
Then switch to another person, and do the same thing.

Move to different parts of the room as you do this. If the person looks
away, move on to someone else. This human-to-human contact is every
speaker’s secret weapon. Use your eyes in your favor, and remember to
smile.

6. Vary your speaking speed.
Try to make your delivery as interesting and varied as your words. If you
have a story or statement that excites you, let your pitch and pace match
your excitement. If you’re saying something important or dramatic, slow
down for emphasis.

7. Be careful with your volume.
Recently, I was obliged to watch a debate in which the speaker spoke far
too loudly for the small room. I missed almost all her content because my
ears were quivering.

This is another good reason to arrive early and test your volume. Just
remember that once the room fills with people, their bodies will become a
sound buffer, so speak up.

The bottom line

The ability to write and deliver effective presentations is an advantageous
weapon in every communicator’s arsenal. Improving your public speaking
chops can increase your sales, build your confidence and boost your career.
It’s worth investing your time to develop these essential skills—even if
you never get near a Ted Talk stage.